Following a competitive collaborative pitch to the UCI, the SHIFT PR and creative teams are joining forces with the charity to help further World Bicycle Relief’s mission of empowering people to access education, healthcare and economic opportunities through life-changing bicycles.

In order to best utilise this opportunity, SHIFT will seek to harness World Bicycle Relief’s pool of talent and international brand partners to effectively communicate the brand’s vision through driving reach, awareness and engagement on a global scale. Alongside the proficient usage of the UCI platform to create newsworthy content and engage media with the World Bicycle Relief brand in mind.

SHIFT and World Bicycle Relief will work closely to develop unique activations both in the lead up and during the inaugural event.

The 2023 UCI Cycling World Championships vision is to showcase the #powerofthebike; providing a platform to educate riders, racers and spectators on how bikes act as a tool for change across the globe. We’re beyond excited to have the opportunity to help spread their mission far and wide through our partnership.